About
The person behind
your numbers.
Built for the Long Game.
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Donnell Martin, CPA
Founder & Fractional CFO
Licensed CPA — Virginia #55434 · active through 06/30/2027
Licensed CPA — Connecticut #CPAL.0021672
// Why I built Gevity
I spent over a decade inside institutional finance — as an Accenture consultant serving Goldman Sachs, Johnson & Johnson, and Capital One, in commercial banking at Webster Bank, and as an operator at companies like Priceline and SoundCloud. The whole time, one thing nagged at me: the caliber of financial thinking that Fortune 500 boards take for granted almost never reaches the $1–20M businesses that are the real engine of the economy.
Those owners aren’t short on talent or hustle. They’re short on a translator — someone who can look at the numbers and say, in plain English, here’s where you stand, here’s what’s at risk, here’s the move. That’s the work I love. It’s also the role most of them can’t afford to hire full-time. Gevity exists to close that gap.
I came up as a point guard. The job was never to score — it was to see the whole floor and set up the play before it developed. That’s exactly how I read a founder’s finances: see the court, make the pass, put you in position to win. Gevity is short for longevity — the goal isn’t to look good this quarter, it’s to still be standing, and growing, many quarters from now.
Experience across
What I believe
Numbers should make decisions easier.
Not harder. If your financials leave you more confused, they’re doing the opposite of their job.
You should talk to the person reading your books.
Not a portal, not a junior, not a chatbot. Judgment isn’t something you can hand off.
If you can’t act on it, cut it.
Every page I hand you should point to a decision. No filler, no jargon, no vanity metrics.
Tell the truth early.
The most valuable thing a CFO does is name the problem while there’s still time to fix it.
Built for longevity
Let’s see where you stand.
Start with a two-minute Gevity Score, or book a strategy session and we’ll talk it through.